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All VTAC non-Year 12 applicants must fulfil the necessary extra
requirements when applying for RMIT programs. For detailed
information go to www.vtac.edu.au .
TAFE enrolment
TAFE students will be enrolled according to how qualifications
are defined in the relevant industry training package. Some
students will commence at the advanced diploma level with the
opportunity to exit at lower level programs, while others will
progress up through qualification levels to achieve their desired
outcome. This may impact on a student’s eligibility for a
government-subsidised place at each individual qualification
level. Please refer to ‘Money matters’, ‘State governmentsubsidised
place’ on page 56 for details relating to eligibility for
a government-subsidised place.
Application dates
Key application dates are as follows:
»» 31 May Closing date for direct applications—midyear (timely)
»» 30 September Closing date for VTAC applications (timely)
»» 8 October Closing date for VTAC SEAS and Direct ACESS
applications
»» 31 October Closing date for direct applications—selected
TAFE programs
»» 10 November Closing date for direct applications—
postgraduate and honours
»» 12 November Closing date for VTAC applications (late)
»» 1 December Closing date for direct applications – selected
degree and TAFE programs
»» 10 December Closing date for VTAC applications (very late)
More information
For more information about RMIT programs and application
procedures go to www.rmit.edu.au/programs/applications
or contact Info Corner at 330 Swanston Street, Melbourne,
tel. +61 3 9925 2260, email: study@rmit.edu.au.
57
Every effort has been made to ensure the information contained
in this publication is accurate and current at the date of printing.
For the most up-to-date information, please refer to the RMIT
University web site before lodging your application.
10737 0510
RMIT University
Info Corner
330 Swanston Street (cnr La Trobe Street)
Melbourne VIC 3000
Tel. +61 3 9925 2260
Email: study@rmit.edu.au
www.rmit.edu.au
The brand book Feel the difference
www.thebrandbook.com
Coming together is a beginning,
working together is success.”
Henry Ford
03
“
04
05
Page 09 How to use this book
Page 11 A new era of Ford
Page 12 Defining the brand
Page 16 Know your consumer. Personally
Page 21 Reaching your consumer
Page 22 New tone of voice
Page 25 New look and style
Page 26 Basic elements
Page 66 Communication channels
Page 94 Key media principles

 

09
How to use this book
This book is a reference manual for everyone who looks after the Ford brand across
the European network. It has three purposes:
a To reaffirm core Ford values
a To reveal the personality Ford will present in the future
a To provide communication guidelines for all products and services in all media
We decided to create this book now because Ford is reshaping for the future. There
has never been a better time to restate what our brand is all about.

11
A new era of Ford
Ford is evolving. Our new design language, kinetic design, brings a new look
of power and purpose to the whole range. The difference in our products
is clear at a glance – but the difference in Ford isn’t just confined to the
vehicles we create.
With the new look comes a fresh, positive ‘feel’. Our goal is that this difference
should extend from the consumer’s first experience of contact with Ford and
Ford people. This includes our Dealerships and our whole organisation and extends
through to the tangible reward: the hands-on experience of owning and driving a
Ford. Achieving this will change our brand.
A single phrase says it all: ‘Feel the difference.’ This exactly expresses how we
want consumers to feel about our brand.
12
Defining the brand
The Ford Brand Essence starts from ‘DCDQ’ (Dependable, Contemporary, Driving
Quality) – the familiar expression of the Ford DNA within the Ford organisation.
The attached Brand Structure chart shows how ‘DCDQ’ – as expressed within the
internal world of Ford – is then taken into Design, Engineering and Marketing and,
ultimately, into the consumer world.
The Ford Brand Essence
Feel the difference
The difference is the ‘feel good’ experience that you get
when reality exceeds expectations.
　
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